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75 Years of Dettol
A Case Analysis Contest
In association with
The Marketing Club of MDI
Reckitt Benckiser India Ltd.:
75 years of Dettol
Dettol, the brand synonymous with protection from germs, had for long been voted as India’s most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand’s performance in its 75th year of existence to formulate a three-year plan. Dettol’s growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with shares showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target - that of doubling Dettol’s overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash). The team knew that it had to address various challenges to achieve its ambitious target viz. consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and re-launches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth.
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many well-known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India.
*Unless otherwise stated, all data given in the case refers to trade channel tracked by AC Neilson, supplied by Reckitt Benckiser India Ltd.
This case is prepared by Prof. Vinod Kalia of Management Development Institute, Gurgaon for the Dettol case study contest organized by Reckitt Benckiser India Ltd. in association with MDI-Marquity. The case is not intended to serve as a source of primary data, or effective or ineffective management. The author would like to thankfully acknowledge inputs from the brand team of Reckitt Benckiser India Ltd. and Ms. Smriti Kataria, Ms. Charuta Ambardekar and Mr Karan Sood, students from MDI PGPM class of 2009.
Reckitt Benckiser India Ltd.:
75 years of Dettol
RBIL distributes all its products through its common distribution channel, which has a wide and deep reach in the markets and is a key strength of the company. The channel is managed by a wellstructured sales force, responsible for achieving sales for the entire product portfolio of more than 150 Stock Keeping Units (SKUs).
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid. Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other secondary purposes. While it started its journey as the ‘cuts and wounds’ brand in the country, over the years it had taken over the role of ‘protector from germs’ in every situation. Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its trademark smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a child’s scraped knee! Consumers recognize the smell enough to refer to a medicinally clean room as ‘Dettol like smell’. In the book, ‘Planning of Power Advertising’, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as ‘ineffective’ ”. The second characteristic is its amber gold color. The third is the ‘clouding’ effect that appears when it is added to water. Dettol’s packaging is distinct in its very own way. The green & white colours are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising. Consumers see Dettol as an ‘expert’, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brand’s versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Usage of the brand gives rise to many emotions in the consumers’ minds. From making them feel safe and secure about the well-being of their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that the brand’s tagline says - Be 100% Sure. Over the years brand Dettol has been extended and has made its presence felt in a number of product categories. While Antiseptic Liquid was the category where the brand was born and where it
The market is dominated by Dettol Antiseptic Liquid. U&A study showed that while First Aid use in the households had a near 100% penetration. the product has been extended for other disinfection uses like adding to bathing water. which has close to 85% share. given its use in first aid. 120 Crores in 2007(see Exhibit 2a for category sales). In early 2008. the brand strategy had been to garner share. it started with a new ‘70% doctors prefer Savlon’ advertisement with heavy media support. disinfecting the floors. its revenue growth is significantly driven by its presence in the other product categories of toilet soaps(or bar soaps). Over the years. authorized body (see Exhibit 2b and 2c for market share & pricing). Savlon has been off air. However. and is sold in over 16 lac outlets in the country (see Exhibit 2d for distribution details). Since beginning of 2007. Antiseptic Liquid is a well-penetrated market.: 75 years of Dettol continues to command a dominant market share of 85%. the message strategy saw a shift to communicating secondary usages like adding Dettol to bathing water. adding to water while mopping etc. Communication: Dettol’s communication in the initial years was via medical detailing material. Shaving Cream and Plasters too (see Exhibit 1 for the complete portfolio). Johnson & Johnson’s Savlon is the other significant player with a market share of 13%. disinfecting baby nappies.had the responsibility of driving overall market growth.D. Body wash. . so while in one market the brand . Each of these markets are at varying stages of evolution. Fundamental to all the categories was existence/creation of a consumer need for germ protection satiated by Dettol’s trusted promise. print advertisement in popular press and medical journals. Pharma (makers of Boroline). In order to exploit this potential in 2005. A few years back. the brand’s communication took another step forward with its “Aapka Dettol Kya Kya Karta Hai” campaign – that showcased how brand users across the country had formed their own special bond with the brand – using it whenever and wherever they felt a need for disinfection. In Feb 2005. many homes were using it for secondary purposes.as the leader . Markets for various categories . It was launched with ‘no sting with Savlon’ campaign. brand’s share has more or less remained stagnant over the years. and at present secondary usage contributes more volumes of Dettol Antiseptic liquid than the primary first aid usage.The Antiseptic liquid market The Antiseptic liquid market in India is estimated at Rs.Reckitt Benckiser India Ltd. Other Players in the antiseptic liquid market: Savlon: It is the key direct competitor in the Antiseptic Liquid market. Dettol Antiseptic Liquid is under pricing control of a Govt. Liquid handwash. It attempted to pull the consumer base towards its product promise of non-sting. This was followed by TV advertisements centered on first aid application for many years. nappy rinsing etc. in other markets. this market saw introduction of Suthol brand antiseptic liquid from G.
Research on brand equity revealed that while Dettol’s equity remained very strong on ‘germ protection’. after-shave. The launch was based on consumer feedback on Dettol Antiseptic Liquid. Markets for various categories . Godrej No 1. which offered trusted Dettol protection with menthol to help feel refreshed and revitalized. the market has been growing owing primarily due to price increases and to some extent a movement from economy brands to brands that are mid-priced or premium priced (see Exhibit 3b for category drivers). but with little success beyond East. moisturized soft skin. which initially found limited acceptance from consumers. However. Dettol Soap was launched in India in the early 80s. the brand was rolled out to other states. Freshness. which was positioned on soothing sensation. with heavy print support in Delhi & West Bengal. Herbal etc. By 2000. the company thought of offering Dettol in a more convenient form of soap. it was being rejected by a big chunk of consumers as a regular bathing soap bar. This was followed by the third variant – Dettol Cool in February 2006. Its major competitiors are Lifebuoy. Pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state of West Bengal. health platform constitutes approximately 23% of the total market (see Exhibit 3c for share and sales of the different classifications of soaps). from irritation due to prickly heat.The Bar Soap Market The Bar Soap Market in India is worth Rs. In 2007. The brand team felt a need to launch variants in Dettol Soap given that sensorial measures like fragrance. The Indian bar soap market has a large number of players that use different appeals to connect with their consumers. where secondary usage of the product always came up. The market can be classified into about ten different appeals such as Beauty.D. value wise.Reckitt Benckiser India Ltd. etc. the soap market has been volumetrically stagnant in the last few years. Dettol occupies a 4. etc were key drivers when it came to consumers choosing their soap brands. 6550 Crores (see Exhibit 3a for category size). it saw limited success but its market share had started stagnating.9% share (Full year 2007) in this market. It was also gathered in the consumer research that while loyalists loved Dettol soap for its trademark fragrance. With a 100% penetration. etc (see Exhibit 3d for value & volume brand shares). The stronghold . offering Dettol’s protection with moisturizers to nourish the skin.A white colored soap. Since many consumers used Dettol in their bath water. Health. the product’s relevance in the consumer’s choice for a bathing soap was getting limited. Both TV and print media were used to promote the brand in West Bengal during the launch phase. The brand has shown strong share gain mainly in the East.: 75 years of Dettol Suthol: G. Its sales picked up after a changed positioning (please refer ‘Communication’ section for details). Lux. Fairness. While the market is dominated by beauty players (52% share). mosquito bites. Santoor. Savlon. Dettol Original was the launch soap. Dettol Skincare soap was thus launched in January 2004 .
It launched new variant copies in Q2. In Feb 2007. and hence tries to straddle different pick up prices. Khoobsurat bhi’. Dettol soap has a premium price versus other key players in the market.: 75 years of Dettol and dominance of these brands and their distribution. reasons for usage and dislike). In February 2005. priced at Rs. To overcome pricing barrier. beauty soaps in general. Lifebuoy relaunched itself in March 2004 with improved product and new claim of ‘100% better germ protection*’. Post decline of share in early 2005. Each player is present in different sizes. it again launched a new campaign. Dettol and its competitors are available in different pack sizes and combo-pack offers (see Exhibit 3h for pack size wise contribution).3k and 3l for Brand Dettol seasonality. Pricing also plays a big role in this market that can be segmented as economy. and top of mind when it came to Dettol Soaps (see Exhibit 3g for variant contribution for Dettol and some major competitors). mid-price and premium. This helped in gaining further share (see Exhibit 3i for pricing details). It launched a new white variant in September 2007. In November 2007 another new ad was launched comparing vs. It was highly visible on-air with a range of Aishwarya Rai copies. given its heritage and years of existence. ‘Surat bhi. Lux launched a new campaign in Sep 2005 with Shahrukh Khan and four prominent film actresses to commemorate 75 years of Lux. small pack was launched in 2007.While some brands are strong across the market. This has limited Dettol penetration in the lower end of the market. Lux: It relaunched itself in 2004. To suit the needs of different consumers. .Reckitt Benckiser India Ltd. with better packaging graphics and upgraded variants in line with the global range. 2008 (Peach cream & Strawberry cream) offering fruit based skin care. Dettol variants have contributed incrementally to Dettol soap sales and now make up about 25% of total Dettol soap sales. Dettol Original Soap continues to be the lead variant. 6. via special Promo packs & new pack graphics. Key Players in the soap market: Lifebuoy: Post a major positioning change in 2002 from “male victorious health” to “family health” in the bar soap market. and since then has been trying to make strong its equity on germ protection through various communication and new product launches. Santoor: It comes up with regular renewal of its copies (one every year) communicating ‘skin that looks younger than its age’ proposition. others have their strongholds in only some of the regions in the country. Household penetration and consumer preferences towards Dettol vary across regions and seasons (see Exhibits 3j. However. Lifebuoy has launched a new campaign adding a layer of social good in its communication with a tagline of “Have no Fear”. varies across regions and urban and rural markets (see Exhibits 3e and 3f for region-wise value shares and distribution for major brands).
they moved out of the . Dettol sales grew year after year. Hence. Godrej No. The advertising clicked with the consumer. 1: It has had a very low key TV activity. relying mostly on regional print in select states. Its share has remained flat at 0. pollution. After in-depth consumer research. The final positioning that was decided was: “Dettol protection comes to you and your family in the form of a soap for those daily occasions when a specially clean germicidal bath is necessary. These could be based on exposure to dirt and germs. sweat etc. but not rare in everyday life. WHEN NO ORDINARY BATH WILL DO – DETTOL SOAP – THE 100% BATH” The advertising was thus developed along these lines and Dettol Soap was re-launched. on how they pick up germs throughout the day and only Dettol soap can give the required protection everyday. The result was that while a high number of consumers used Dettol soaps during specific germy situations. with communication being renewed periodically to keep consumer interest in the brand promise alive. the brand failed to take off since a mild soap from the Dettol stable did not make sense. it was felt that Dettol Soap needs to be positioned for occasions that are special.: 75 years of Dettol Savlon: In the soap category. Over the years. It frequently airs advertisement featuring popular soap-star ‘Jassi’. it was seen that consumers were open to the idea of using Dettol Soap when they faced extreme dirt conditions. In mid 80s. Dettol soap could not make its presence felt. it is positioned on the ‘Gentle Protection’ proposition. However. the communication was moved along this gradient of educating consumers. heat. Research showed that there was huge hand wash usage of the brand and moreover the usage was highly seasonal with highest usage seen in peak summer and monsoon months when consumers felt visibly dirty and hence associated the period with the presence of germs. Another challenge was to create a positioning that managed a fine balance between a cosmetic and therapeutic medicated position. Dettol’s Communication: Dettol Original soap was launched on the platform of ‘Mild and gentle skin care’ with the selling proposition as – “Give your family the loving care of Dettol Soap”. Dettol soap sales reacted very positively to this new communication.Reckitt Benckiser India Ltd. an exhaustive consumer research was undertaken with the objective of finding reasons for dissatisfaction among consumer and the result was the understanding that a consumer need platform has to be built for a special bathing soap based on Dettol’s core strengths and not on the mild and gentle skincare platform.6% over the years. Even after two years of launch.
and winter. The key reasons for low penetration of the category are ‘expensive/low value for money’. Although incidence of hand wash in a day is quite high. Amongst users.summer.: 75 years of Dettol brand to the regular soaps in the market once the felt need for germ protection was over. the linkage of germs to the illnesses they cause was limited. the refill segment has flourished – as regular consumers re-purchase the refill pack after entering into the segment via the Pump pack. Savlon. 59 Crores by end of 2007(see Exhibit 4a for market size in volume and value). monsoon. Santoor. Dettol’s major competitors in this segment are Lifebuoy. Consequences of germ pick up were more explicitly voiced. was launched in 2007 with the objective of driving everyday relevance of Dettol soap. The segment is broadly split in two formats: i) Dispensing Format: Pump Packs ii) Refilling Formats: Refill sizes (varying from 200ml to 5 ltr) The category evolution has been based on the increasing penetration of the Pump pack over a period of time. A large base of consumers still re-purchases the Pump pack instead of using a refill pack (see Exhibit 4c for pricing details). In order to address this. The size of the liquid hand wash market is relatively small –Rs. the awareness for refill packs is still low. Palmolive. bar soaps being typically used for washing hands. Moreover. . Given category building efforts.The Liquid Handwash Market Dettol introduced the Liquid Hand Wash in 1994. this segment was historically dominated by Dettol Liquid Hand wash. As part of this campaign. while consumers accepted that germs might be presented. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient format for handwash. seasonal hooks were used to establish germ relevance . It was known that many consumers use Dettol Soap for cleaning hands. Markets for various categories . penetration of liquid handwash is still low in India (estimated as 10% of all Urban House Holds in 2007). the need for germ protection is top most on consumer’s mind. Dettol soap witnessed a sharp surge in sales with the new advertisement (see Exhibit 3m for soap communication). a new educative campaign. FEM. However. etc (see Exhibits 4b for brand shares).Reckitt Benckiser India Ltd. Due to its early and continued efforts in building the segment and given the strength of the parent brand Dettol. Over the last three years. the penetration has been showing a steady increase. The dispensing pack dominated the market with over 60% contribution (2005). the motivators are ‘protection from germs’ followed by ‘convenience of use’. In hand washing.
in the first quarter of 2007. Dettol has played the role of the market leader and the innovator.8% for the year 2007. The brand is positioned on the platform of ‘soft hands and moisturizing care of Fem’. the latest product innovation offering from Dettol has been the launch of the small pump pack. The distribution for both category and Dettol Hand Wash has been on a rising curve – with more than three lac outlets stocking the hand wash segment (see Exhibit 4d for distribution details). at a lower pick up price. As per consumer research. from Ivory chemicals. it launched a premium range of products under a sub brand of Fem Cool Angel (three variants. namely: (a) Modern Trade – self-service channel (b) Direct Distributors in large towns (c) Sub Stockist network for reach into smaller towns. the number 1 category driver for hand washing has been ‘need for protection from germs’. Dettol Liquid Hand wash currently has three variants.3% to 19.Reckitt Benckiser India Ltd. namely. ie. all the other competitors entered the pouch refill segment in 2007. However. Close to 25% of the category business comes from this channel. Players in the Market: Lifebuoy: It became a serious player in Liquid handwash market in Q3. supporting its relaunch. The liquid hand wash portfolio is sold via all three distribution channels of the company. With media support and strong promotional support. it has made quick gains in this segment. FEM: Fem.: 75 years of Dettol In building the segment. 2006. In 2005. Additionally. Original.79/.. Similarly. Variants become a key driver for widening the consumer choice set in such a shopping pattern. Self-service stores. it has lost share heavily since the Lifebuoy Handwash relaunch. Other players also have multiple variants with Lifebuoy having four and Fem having eight. The self-select environment of the target consumer has multiple implications for the brand. Positioned on a ‘protection from germs’ platform it carries the tagline of ‘have no fear’ in the Liquid handwash segment too.for 250ml pump pack). Its share went up from 9. . As the market evolved and the Pouch refill segment grew. Skincare and Sensitive. was historically the key brand in liquid soap category. Another characteristic of the hand wash market is its disproportional dependence on the Modern distribution channel. Other than Dettol. priced at Rs. it is so far the only significant player that invests in the category. it was the first player to launch the Pouch refill pack. There are multiple product innovation opportunities from the international stable of Dettol hand Wash – which the brand team is evaluating for future launch. It used to be the strong number two brand until recently. consumers look for product attributes like nice fragrance and softness. In 2007.
Palmolive and Dove (see Exhibit 5b for volume and value brand shares). Markets for various categories -The Bodywash Market Dettol bodywash was launched in 2005 for further penetration into related categories and progression into the urban market. The category is considered ‘premium’ due to its high priced products (refer Exhibit 5c for the price chart). While the brand is supported by promotions mainly in the modern trade. The liquid hand wash category has seen a sharp increase in the competitive environment with new players entering in 2007 and big brands like Lifebuoy getting active. it is not active on air. trends in other semi-developed markets . Santoor: As a strong player in the bar soaps market and with a high market-share in the South. The market is dominated by a few key players namely. Lux Body Wash. Communication: Dettol hand wash communication has always focused on the core brand positioning of protection from germs.: 75 years of Dettol Palmolive: Palmolive launched handwash in October 2003 with a premium pricing and imported stocks. For the last 3 years. The current user profile of Body Wash is upper SECs who reside mainly in Metros. The overall penetration in India is a meagre 1%. The Body Wash market is a small but fast growing category. more and more bar soap players are launching liquid handwash. Its category size was Rs. Savlon: It launched its handwash in March. As the liquid handwash category grows. 2005 on the ‘gentle protection’ platform. they are yet to make their presence felt. It currently has a 2% share. but with no strong marketing support. 55/.for 300ml Pump to Rs. the message of need for hand washing and the risk of germs has been highlighted in various daily germ pick up situations (see Exhibit 4e for the 2005-2007 advertisements). 16 Crores in 2007.Post that.Reckitt Benckiser India Ltd. However. Over the years. the brand has been off air.for 250ml Pump. Chandrika & Margo are two such new entrants. Given the size of the market. they dropped prices from Rs. the CAGR has been near 30% (see Exhibit 5a for category size). 90/. Santoor launched the Liquid Hand Wash in January 2007. given the usage of single product for handwashing and bathing in many homes. the support behind the category has been overall at a rather low level. along with media support. The user profile currently also has a slight female skew and the association of the product usage is with feelings of indulgence and ‘pampering oneself’. It is not supported on air. In Oct 2006.
. Apart from communication the initiatives that are currently undertaken are: 1.Reckitt Benckiser India Ltd.: 75 years of Dettol show that shower gels clearly the body-wash market of the future. In many developed countries. Other Categories Shaving Cream: Dettol launched its shaving cream in 1996. Dettol Surakshit Parivar: An on-ground consumer contact program. Currently. Dettol launched its campaign in May’07 ‘Pleasure for the Senses. these two segments are not the focus for the team. Both brands used niche channels and occasionally use targeted magazines. Dettol Body Wash is distributed by the company in the top six metros and in the self-service stores only. Players in the market: Lux: It launched the MTV range – Friday Night Fever and ran spots on MTV Palmolive: It has launched the ‘Spa’ range with two variants – Thermal and Firming Dove: Has picked up in the bodywash market and launched a new product in 2007 Communication: Lux Body Wash did a big bang advertising launch in 2004 with celebrity endorsement (Kareena Kapoor). which has been advertising on a low but regular basis.This has also been another successful extension for the brand. The major competitor in the category is Band-Aid from Johnson and Johnson. where young mothers are educated on good hygiene practices and school children are educated on hand wash habits. The insight into developing this product came from the use of Dettol Liquid in shaving water. Other initiatives One of the key challenges on use of Dettol has been low consumer awareness on germ pick up situations. Protection for the Body’. At this point in time. use of soap is changed to bodywash format (almost to 50%). The other advertiser in this segment was Palmolive. That year the category grew by 135%. Plaster: Dettol Plaster is an important brand in the basket since it is directly used in first aid and hence adds to the first aid range and core equity of the brand. Recognizing the same. the team is evaluating how hygiene awareness can be increased further.
a council working towards increasing hygiene awareness across countries. In the last few years.: 75 years of Dettol 2. Looking Ahead.Reckitt Benckiser India Ltd. 3. Brand Dettol’s growth trend had been steady over the years. threat of illnesses. . Periodic advertorials on good hygiene practices. there had been an acceleration in its growth. it could leverage the growth momentum it had built in recent past. hygiene habits. educational advertorials. Dettol is working with Global Hygiene council. but the team felt that with the right strategies in place. The results of and recommendations from the studies done are shared through the mass media.. etc are some of the other initiatives. It was looking forward to finalizing various marketing strategies and initiatives to help it achieve its ambitious objectives.
Reckitt Benckiser India Ltd.: 75 years of Dettol Exhibit 1 The complete range of products under Brand Dettol .
245 3.07.86.5 50 ml 100ml 2d. Market Shares Market Share (Value) Dettol Savlon Suthol 2005 86% 13% 0% 2006 85% 13% 1% 2007 84% 13% 2% 2c.5 19.720 3.126 Volume Offtake ( Mn.8 17 Savlon 12. Market Size 2005 Market Size Value (Rs Crore) Market Size Volume (Kilo Ltr) 90.Reckitt Benckiser India Ltd.3 6499 2007 120. Dettol 10.18 1. Litres) 6.03.40 2.2 7339 2b.43 1.37.580 2.80.56 .669 6.29 1.1 5719 2006 103.: 75 years of Dettol Exhibit 2 Antiseptic Liquid market 2a. Pricing for Dettol & Savlon for different sizes in Rs. Distribution for Dettol in 2007 All India Northern Region Eastern Region Western Region Southern Region Distribution (no of outlets) 16.
23 0. Market Size 2004 Volume(Tons) Value(Rs crore) 5.215 6548 3b.31 0.29 0.35.37.43.34 0.3 0.2 0.884 6046 2007 5. Category ( Bathing soap ) drivers for consumption Category Driver : Bar Soap (body) Trust Pleasant fragrance Brand for me High quality Cleans effectively Modern Leaves skin soft Lathers well Good VFM Is gentle on my skin Ideal for whole family Suitable for everyday Innovative products Lasting fragrance Rinses easily Effective killing germs Natural ingredients Protects against infection Kills viruses Recommended by medical profession 0.29 0.32 0.35 0.32 0. .32 0.29 0. These parameters are grouped as shown.29 0.34 0.32 0.32 0.Reckitt Benckiser India Ltd.32 0.36 0.47.4 Connection Germ Protection Efficacy Value Innovative Experience Gentle Note: Each individual parameter is rated from a scale of 0 to 1.: 75 years of Dettol Exhibit 3 Bar soap market 3a.217 5768 2005 5.923 5921 2006 5.25 0.
Reckitt Benckiser India Ltd.7% 3.3 409.2% 4.4 251.1 155.3% 4.5 447.4 242.0 322.0% Major brands JOHNSON'S BABY LUX SANTOOR GODREJ NO 1 BREEZE NIRMA REXONA NIMA JO MYSORE SANDAL DYNA CINTHOL LIRIL LIFEBUOY DETTOL SAVLON HAMAM MEDIMIX MARGO PEARS DOVE Classifications Baby Beauty Beauty Beauty Beauty Beauty Beauty Beauty Beauty Beauty Beauty Freshness Freshness Health Health Health Herbal Herbal Herbal Skincare Skincare 2007 value in Rs crore 149.7 202.9 145.5 68.3% 0.5 45.1 .3% 8.: 75 years of Dettol 3c.9 96.8 1151.5 37.7 1139.5 71.1 194. Toilet Soap Classification Sales revenues of major brands in 2007 Classifications Baby Beauty Fairness Freshness Haircare Health Herbal Others Skincare Total Toilet Soap 2007 value share 2.8% 52.0 175.1 111.7% 100.7 427.3% 23.4% 0.6 62.
5 5.8 18 18 5.4 4.3 Q2'05 2.4 Q3'07 3.7 0.8 6.4 9.5 0.9 4.3 22.3 5.2 6.9 0.3 Q1'07 2.6 0.2 0.9 6.6 7.5 Q2'07 5 17 19 6.4 2007 3 20.6 Q1'06 3.7 19 17 5.5 6 6.7 8.6 15.1 0.9 0.7 9.3 7.2 9.1 0.6 5.3 8.2 10 6.1 21 16 6.2 18 18 6 6.3 9.8 14.6 Q4'07 5.1 6.6 Q3'05 4.3 6.5 7.3 0.3 0.2 6.6 10 6.7 5.1 0.5 Market Share Volume (%) Dettol Lifebuoy Lux Santoor Breeze Godrej No 1 Savlon 2004 2 21.6 Q4'05 4 18 16 5.3 Q3'05 2.1 11.8 23 14 4.6 Q2'06 4.3 0.7 9.1 21 17 6 9.8 0.9 17.6 21.2 2005 2.2 9.9 9.9 16.3 2006 2.2 4.6 18.6 17 18 6.3 6.3 Q4'05 2.2 6.5 22 14 5.3 Q1'05 1.9 18.5 Q1'07 3.5 0.8 7.4 9.2 18 18 7.9 21 16 5.6 0.5 5.3 0.2 13.2 0.2 0.2 0.6 7.6 10 6.3 0.3 5.6 5.9 18 18 6.3 Q2'07 3.6 0.6 2006 4.6 18 18 6.5 21 16 6.9 6.7 22 14 5.6 6.3 19 16 5.4 Q4'07 3.3 6.5 5.3 Q1'06 2.1 8.5 5.4 9.6 6.8 8.5 5.4 Q3'06 2.4 18 16 5.7 18 16.6 2007 4.5 4.7 4.5 Q2'05 4 19 15 5.4 Q4'06 2.6 9.6 Q4'06 4.4 2005 3.5 0.2 0.2 9.3 17.7 9.: 75 years of Dettol 3d.2 6. Market shares of major brands by value and volume Market Share Value (%) Dettol Lifebuoy Lux Santoor Breeze Godrej No 1 Savlon 2004 3.7 4.8 21 16 5.6 Q3'07 5.9 0.4 0.9 6.6 21 16 5.2 6.Reckitt Benckiser India Ltd.5 0.8 4.6 6.3 21 16 5.7 6.3 Q2'06 2.1 6.6 Q1'05 3.3 0.4 15.6 0.9 6.2 23 15 5 9.2 9.7 4.6 0.7 Q3'06 4.5 0.3 .9 0.8 0.4 6.3 18.3 23 13 4.
6 19.2 3.2 1.1 1581 17.0 4.3 2.9 6.: 75 years of Dettol 3e.6 .2 1.1 0.8 5.2 1.0 1.5 4.6 1.7 7.8 0.3 1.1 3.7 1.5 2.6 NA 0.0 3.8 2.5 4.Reckitt Benckiser India Ltd.1 2.4 19.8 7.3 13.1 3.3 1.5 6.8 3.6 8.6 2.0 2.5 2.7 2.2 2.1 4.6 17.1 2.7 2.4 6.0 2.8 0.3 9.4 13.9 0.3 1.3 1.1 8.3 1.4 8.7 1.3 2.0 0.0 1.9 0.4 1.3 0.5 1.0 1.9 0.9 1.6 7.8 1787 18.9 1.9 1.6 1.1 0.4 7.5 0.3 0.1 1.9 1091 26.9 0.5 4.1 10.2 13.9 1.4 0.1 1. Region Wise value share of major brands 2007 East All India TOILET SOAPS value in Rs crore* LIFEBUOY LUX SANTOOR GODREJ NO 1 DETTOL BREEZE PEARS NIRMA HAMAM REXONA MEDIMIX JOHNSON'S BABY CINTHOL NIMA JO MYSORE SANDAL DYNA DOVE MARGO LIRIL North West South 6548 17.7 3.3 3.3 5.0 3.6 2.5 1.0 0.8 6.0 2.9 2.9 1.6 2088 15.0 0.0 0.9 14.2 5.
822 26.0 2.9 0.95.1 1.74.5 5.0 15.61.3 18.655 2.039 42.9 3.10.0 2.9 0.4 0.7 4.8 5.3 0.7 0.6 7.6 4.2 0.2 4.1 0.383 42.810 40.9 2.53.9 6.2 1.9 14.3 0.5 2.0 4.942 21.234 18.104.22.168.881 6.611 46.450 1.28.81.: 75 years of Dettol Geography-wise value shares (%) for major brands All India Towns Class 1 2006 2007 All India Metro 2006 2007 TOILET SOAPS value in Rs Crores* DETTOL Dettol Small Packs Dettol Large Packs LUX Lux Small Packs Lux Large Packs LIFEBUOY Lifebuoy Small Packs Lifebuoy Large Packs SANTOOR Santoor Small Packs Santoor Large Packs All India Rest of Urban 2006 2007 All India Rural 2006 2007 All India (Urban+Rural) 2006 2007 1.0 4.6 7.902 6.0 15.3 15.046 4.9 5.63.7 13.3 6.275 38.90.3 18.3 4.9 17.57.5 6.057 14.Reckitt Benckiser India Ltd.858 2006 60.726 22.214.171.124 18.8 6.0 12.1 4.8 12.4 4.040 1.9 17.1 0.2 14.7 2.078 10.297 6.2 15.1 7.0 5. Distribution for the top brands in terms of number of outlets (table1) .3 14.0 15.221 42.1 5.418 36.140 2.4 14.294 5.7 13.1 2.1 5.4 4.0 7.1 14.925 12.8 1.5 12.7 2.8 6.7 14.3 0.1 4.96.0 4.37.8 18.696 2005 59.717 2007 62.7 0.1 2.6 5.4 126.96.36.199 0.473 13.3 3.797 18.883 12.5 3.35.5 14.2 6.077 45.0 4.2 22.6 5.5 0.no of dealers (table 2) Table 1 Body soaps Dettol Lifebuoy Lux Santoor Breeze Godrej No 1 Savlon 2004 57.301 24.08.71.792 14.7 0.524 24.0 2.5 5.9 *Note: Figures are rounded off 3f.0 5.9 0.97.9 12.2 3.8 13.9 22.5 3.7 0.2 0.24.012 1.16.5 17.472 11.5 2.08.0 11.2 17.0 18.032 5.84.2 7.0 16.8 12.0 14.6 5.29.078 1.843 .5 16.339 1.5 4.65.9 0.089 19.07.1 3.29.7 6.5 7.3 8.8 11.29.8 4.1 15.549 4.5 2.8 3.961 20.3 17.8 14.0 6.
5 188.8.131.52 73.977 54.4 76.497 57.6 12.1 60.6 73.5 67.918 35.2 69.1 80.9 80.2 32.1 40.6 74.2 70.8 35.8 50.9 27.0 29.44.8 41.9 7.5 9.3 20.5 74.667 41.773 31.7 11.6 69.6 29.8 5.5 39.75.2 4.1 37.6 46.1 26.88.2 0.2 11.3 21.5 82.7 32.10.3 43.5 6.9 76.0 4.8 18.6 10.1 32.3 .0 22.74.2 71.16.2 62.8 9.9 9.2 72.6 29.7 63.334 25.1 7.4 30.031 21.81.5 0.11.2 30.9 5.2 0.Reckitt Benckiser India Ltd.1 39.9 10.8 49.7 21.7 47.3 9.5 0.: 75 years of Dettol Table 2 All India Metro All India Towns Class 1 All India Rest of Urban All India Rural All India (Urban+Rural) 2006 TOILET SOAPS DETTOL Dettol Small Packs LUX Lux Small Packs LIFEBUOY Lifebuoy Small Packs SANTOOR Santoor Small Packs 2007 2006 2007 2006 2007 2006 2007 2006 2007 7.2 38.7 37.0 3.185 46.6 20.4 70.8 7.2 0.2 83.910 48.0 74.1 11.0 28.077 47.2 66.7 7.0 42.
9 0.8 0.7 0.7 0.3 0. Variant contribution to market shares for key players Dettol Cool Skin Care Original 2005 0 0.9 0.3 0.5 0.7 14.3 2006 0.1 .3 0.: 75 years of Dettol 3g.9 0.7 0.5 0.9 1.1 0.5 4.3 15 Lux Pink White International Black Festive Glow Aqua Haute Pink White Glow Crystal Shine Provocateur 2005 8.1 2007 7.9 2006 0 0.7 1.4 0.6 0 0.1 0.7 0 0 0 2006 7.4 0.5 3.8 Lifebuoy Skin Guard Clear Skin DeoFresh Nature Care Total/Strong 2005 0 0.9 0.9 0.5 3.1 2007 0.5 1.2 0.7 7.4 0.3 0.9 6.5 3.7 0.5 2007 0.3 15.Reckitt Benckiser India Ltd.6 0.
Pack size wise Contribution Pack Size 0-50g 75g 90-125g 150g Multi/Promo Pack Total Category 16% 11% 39% 3% 32% 100% Dettol 3% 45% 12% 0% 40% 100% Lifebuoy 28% 1% 55% 0% 16% 100% Lux 24% 11% 52% 2% 12% 100% Santoor 16% 0% 70% 3% 11% 100% 3i.Reckitt Benckiser India Ltd. Price chart for key players Size(g) 35 70 120 42 90 115 45 75 100 125 MRP(Rs.: 75 years of Dettol 3h.5 Dettol Lifebuoy Lux .) 7 18 29 5 12 14 5 10 17 21.
7 5.9 5.5 MS VAL 5 4.0 2.3 5.0 10.0 4.0 12.2 4 3.6 5.1 2005 2006 2007 Note:The graphs show a trend in house-hold penetration of Dettol in urban areas and value share (actual & expected) in the soap market .6 3.Reckitt Benckiser India Ltd.0 6.5 4.0 14.4 5.5 3 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 3.0 Q1 '05 Q2 '05 Q3 '05 Q4 '05 Q1 '06 Q2 '06 Q3 '06 Q4 '06 Q1 '07 Q2 '07 Q3 '07 Q4 '07 Val Share% 6 5.8 4.1 5.7 4.0 8.: 75 years of Dettol 3j. Brand Dettol: Seasonality Dettol Soaps : Low Penetration & share in off season months HH Penetration % (Urban) 16.4 5.0 0.
a key reason for low consumption Seasons when Dettol soap is used 34 52 12 2 10 0 51 37 8 3 19 10 3 18 I use it the same amount all year round 70 70 Mainly in Rainy Season Mainly in Winter North East West South Mainly in Summer Reasons for using Dettol soap in a particular season North (105) There are more germs at this time of year I need it for different things at this time It's smell is suited to that time of year It is more easily available at this time 3 1 8 3 22 78 East (124) 94 West (49) 90 South (32) 65 3 6 18 4 21 2 9 .Reckitt Benckiser India Ltd.: 75 years of Dettol 3k. Region-wise seasonality for Dettol soap consumption Germ Relevance .
Reckitt Benckiser India Ltd.: 75 years of Dettol 3l. Dettol: Reasons for dislike (if any) Dettol Dislikes What if anything do you dislike about Dettol Beauty Users Germ Protection Users Herbal Users Base: Too Expensive Strong/ Harsh Unpleasant Fragrance Not for everyday use Not effective at killing germs 1270 10 5 5 4 277 12 4 3 3 81 4 6 4 1 3 6 5 Note: The base represents the number of respondents interviewed. while the other figures in the table indicate percentage of respondents who have given a particular reason for dislike .
Communication for Dettol soaps Summer Advertisement Monsoon Advertisement .Reckitt Benckiser India Ltd.: 75 years of Dettol 3m.
Reckitt Benckiser India Ltd.: 75 years of Dettol Winter Advertisement .
Kiloltr) Q1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07 8.Kiloltr) 26.9 764 13.4 2185 2007 58. Market Size 2004 Market Size (Value.2 850 4b.8 865 15.Rs.4 513 9.Rs. Crore) Market Size (Volume.9 758 15.9 542 11. Market shares of leading brands Yearly Dettol Lifebuoy Fem Savlon Palmolive Santoor 2004 53% 0% 29% 13% 0% 2005 58% 4% 27% 2% 6% 0% 2006 54% 10% 26% 2% 4% 0% 2007 51% 20% 17% 1% 7% 0% Recent Quarters Dettol Lifebuoy Fem Savlon Palmolive Santoor Q1'06 54% 8% 29% 2% 4% 0% Q2'06 54% 8% 29% 3% 4% 0% Q3'06 56% 11% 26% 2% 3% 0% Q4'06 53% 14% 21% 1% 5% 0% Q1'07 50% 17% 21% 1% 7% 1% Q2'07 50% 19% 19% 1% 7% 2% Q3'07 51% 20% 16% 1% 7% 2% Q4'07 50% 23% 11% 1% 7% 2% .3 1430 2005 27.8 1626 2006 39.: 75 years of Dettol Exhibit 4 Liquid Handwash market 4a.Reckitt Benckiser India Ltd. Crore) Market Size (Volume.7 3236 Recent Quarters Market Size (Value.8 651 13.4 478 9.
Reckitt Benckiser India Ltd.: 75 years of Dettol 4c.5 150 150 Size (ml) 250 135 200 250 250 250 200 180 200 250 180 1000 900 1000 1000 1000 Pump Pack Pouch Refill Large Refill .5 35 27 150 125 159. Price Chart for various pack sizes Format Brand Dettol Dettol Lifebuoy Fem Palmolive Santoor Dettol Lifebuoy Fem Palmolive Santoor Dettol Lifebuoy Fem Palmolive Santoor MRP 55 38 40 55 55 55 30 25 29.
current .Reckitt Benckiser India Ltd. Availability Trend with respect to the number of outlets 350000 300000 250000 200000 150000 100000 50000 0 '0 6 Ja n' 07 M ar '0 7 '0 6 Se pt '0 6 Se pt '0 7 Ju l '0 7 Ja n' 08 M ar '0 8 Ja n' 06 M ar '0 6 ay '0 6 Ju l N ov ay '0 7 y' 07 No v M LHW *LHW stands for Liquidhandwash Dettol Lifebuoy M Fem Palmolive 4e. Communication 2005 2006 2007 .: 75 years of Dettol 4d.
Reckitt Benckiser India Ltd. the price indices for competitive brands in various pack sizes has been calculated.6 50 34 36 Price Index* 100 114 129 124 179 121 129 *Note: Considering the ‘cheapest per 100 ml’ pack as 100. Price chart for major players Brand Lux Lux Palmolive Palmolive Dove Dettol Dettol Size(ml) 250 125 250 130 250 250 125 Price(Rs. Market Size 2005 Value (Rs crores) Volume (kilo ltr) 9. Market shares for major brands by value and volume Market Size (Value) Palmolive Dove Lux Fiama Di Wills Fa Dettol Market Size (Volume) Palmolive Dove Lux Fiama Di Wills Fa Dettol 2004 52% 38% 2005 44% 5% 42% 2006 41% 5% 44% 2007 37% 15% 41% 2004 50% 39% 4% 2005 43% 4% 45% 6% 2006 37% 3% 50% 4% 2007 36% 12% 45% 4% 7% 4% 5c.3 580 5b.2 436 2007 16.) 70 40 90 45 125 85 45 Per 100 ml 28 32 36 34.: 75 years of Dettol Exhibit 5 Bodywash market 5a.2 329 2006 12. .
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